From hypothesis to value: a lean approach to financial education

Abstract

This thesis explores how Lean Startup principles can support the rapid filtering and early validation of entrepreneurial ideas in uncertain contexts. While the empirical focus is placed on digital financial education for young professionals, the broader objective is to assess whether a structured, hypothesis-driven methodology can support informed decision-making in the early stages of venture design, reducing the risk of pursuing misaligned or unviable solutions. The methodology follows a theoretical and iterative process grounded in the Lean Startup framework, including tools such as the Market Opportunity Navigator and Business Model Canvas. Four core hypotheses were defined and tested, revealing consistent behavioural patterns of confusion, avoidance and low engagement with existing solutions. Based on these findings, the thesis develops a validated business model and a conceptual Minimum Viable Product. The results suggest that Lean Startup can serve as a reliable methodological foundation for early-stage ventures operating in emotionally complex domains such as personal finance. The study also contributes to the academic discourse by integrating user insights with structured experimentation, while maintaining theoretical rigour. Although no functional product was developed, the thesis sets a solid empirical and conceptual basis for future implementation. Ultimately, it proposes a trajectory in which financial education becomes more adaptive, emotionally intelligent and rooted in users’ everyday decision-making processes.

Outgoing